Shopper Marketing - June 2017 - 30
private label) applesauce. Another March
promotion featured a "game day" chipsand-cheese snacking solution with a bundled offer from multiple partners. As part
of the offer, ClickList shoppers were given a choice of two free cans of Conagra
Brands' Rotel diced tomatoes, one Kraft
Velveeta cheese loaf or one package of
Kroger/Fred Meyer tortilla chips.
"Kroger remains focused on providing
convenience and value-oriented meal
and snacking solutions for its shoppers,"
says Tekisha Harvey, director of shopper
marketing at Conagra Brands. "Leveraging Kroger's many digital platforms,
including ClickList, affords brand marketers yet another opportunity to build
loyalty and motivate repeat purchases
at Kroger stores. Plus, it allows us to
reach customers in ways that are consistent with how they are shopping and
living their busy lives."
With most major retailers now offering an online ordering and curbside
pickup service, Kroger has been aggres-
sively promoting ClickList through local
market advertising, email blasts and instore communications. The company is
also matching costs and waving sign-up
fees for the program in markets where it
aims to compete directly with Walmart.
Plus, it views the expansion of digital
services like ClickList as a way to keep
Millennial shoppers from flocking to
Amazon.com. "Kroger is using ClickList
as an acquisition tool to reach younger
shoppers and to provide an alternative
to paid subscription and delivery services like Amazon Fresh," says Andrew Kiley, management supervisor and Kroger
team member at Catapult.
Brands that participate in ClickList
promotions have additional opportunities to reinforce their message to consumers. "Currently, there aren't a lot of
opportunities for brands to market to
their shoppers on ClickList or at Kroger.
com outside of specific ClickList offers,"
notes Harvey. "However, we can certainly add ClickList to our own out-of-store
" ClickList allows us to reach customers
in ways that are consistent with how
they are shopping and living their
Tekisha Harvey, director of shopper marketing,
y SHOPPER MARKETING JUNE 2017